Ever wonder why some companies thrive with clear direction whilst others stumble despite having brilliant strategies?

Alex Brueckmann has cracked the code on turning organisational purpose into measurable strategic advantage through his Nine Elements of Organisational Identity framework.

As a Wall Street Journal bestselling author of "The Strategy Legacy" and strategy facilitator working with billion-dollar companies across continents, Alex helps C-suite executives move beyond generic mission statements to create authentic identity that drives every decision. His approach has guided organisations with thousands of employees through complete strategic transformations.

This isn't just theory from an ivory tower. Alex openly shares how leaders often get trapped in tactical thinking because it feels manageable, and reveals why even the most beautifully designed strategies fail when they hit the reality of company culture and leadership capability.

Key Talking Points:

• Why starting with tactics instead of identity leads to strategy confusion and planning paralysis
• The Nine Elements framework that every sustainably successful organisation needs in place
• How a billion-dollar global company with thousands of employees struggled to implement their "perfect" strategy
• Why resistance during strategy implementation often means people care deeply about something being threatened
• The critical question every leader must ask: "Am I an accidental leader or do I actually want to lead?"

• Alex's Website: brueckmann.ca
• LinkedIn: Alex Brueckmann
• Book: "The Strategy Legacy - How to Future Proof a Business and Leave your Mark"
• Book Recommendation: "The Power of Regret" by Dan Pink
• Recommended Reading: "Power and Prediction" on AI's impact on society

This forward-looking exercise helps you make decisions today that align with your long-term purpose and desired life outcome. It transforms how you approach daily choices by connecting them to your ultimate vision.

Steps to Apply:

1. Transport yourself mentally to your retirement age
2. Visualise exactly where you want to be living physically
3. Picture how you want to spend your days in detail
4. Consider what kind of life would give you the most meaning
5. Work backwards to identify what decisions today support that vision
6. Begin making choices with that future life in mind
7. Notice how this clarity brings more purpose to current decisions

Alex's insights on connecting purpose to measurable impact perfectly illustrate how the best leaders turn abstract concepts into concrete business advantages. For more frameworks on translating vision into tangible results, join my free 'Strategic Storyteller' newsletter at robdwillis.com/newsletter. Each week includes practical storytelling frameworks, personal insights, and curated resources from the podcast—all delivered in a 3-minute read.